The Hindu Business Line : Terror strikes see news channels score over GECs

Mumbai, Dec. 1 News channels scored over general entertainment channels (GECs) on November 27 and 28 for their telecast of the terrorist attacks in Mumbai. According to aMap ratings, it was the Hindi news channels Aaj Tak (28.8), India TV (21.07) and IBN 7(17.5) that recorded the highest gross rating points (GRPs) leaving behind GECs such as Star Plus (11.44), Colors (16.01), 9X (10.09), Sony (8.16), NDTV Imagine (8.16) and Zee TV (9.79) during the past two days.

Mr Amit Verma, CEO, a Map, said, “There has been a sharp increase in news viewership and it is good for the democracy when news can be confirmed quickly.”

In spite of the expectedly high ratings the English channels hardly aired any ads while it was surprising to see the Hindi news channels interrupting the live coverage of the attacks with ads of suits, paints, mobile phones and undergarments.

Mr R. Gowthaman, Managing Director, Mindshare,said, “It is absolutely insensitive to have ads during news of a national calamity. All our clients have asked us to withdraw ads during news coverage. By airing ads the news channels are trying to have a marketing edge over each other. Even negotiating rates is out of question during this period.”

But news channel owners believe it is prudent to take ad breaks when there is no significant action taking place on the channel.

“We did not take ad breaks in the first 24 hours of the terrorist attack coverage in our channel. But we believe we have the flexibility to take breaks when it is prudent to do so and when there is no active action happening. In any case, news channels do not sell their ad spots on a day-to-day basis. Being part of the media industry we are responsible advertisers,” said Mr Piyush Jain, Chief Operating Officer, IBN 7.

Recalls Mr Verma, “It was not the usual thing to advertise. Even during the 9/11 attacks most advertisers did back out.”

Meanwhile, MSO operators in Mumbai received a notice from the Police Department on Friday citing section 19 of the Cable Television Network (Regulation) Act, 1995 directing them not to show any live coverage of the events unfolding in south Mumbai as it would hamper police proceedings.

However, this notice was subsequently withdrawn by the police and it was business as usual for the cable operators.

Players such as Hathway did switch off their operations for a couple of hours in the city but the situation was restored with the Police Department withdrawing its demand.

Mr Ashok Mansukhani, Executive Director, INCable Net and President of the MSO Alliance, said, “Nothing can stop the freedom of the press and none of the broadcasters would have agreed.”

The uncalled for demand by the Police Department, in fact, was not seen an impediment as viewers were expected to watch the live news action on other mediums such as DTH and the Internet.

As Mr Verma observed, “Even if the police decided to pull out cable operators, people would use DTH and the Internet to view the live action.”